Demand Generation

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Have you been planning on a content marketing strategy but just can’t seem to get it launched? If your goal for 2017 is to finally execute a solid content marketing strategy, check out this webinar to go through everything you’ll need to do – from content development to planning to promotion – to execute a successful content marketing plan.

Social Media mining has been touted as essential for listening in on your target market. But does it really work? This presentation discusses the different methods used for social media mining and introduces the usefulness of natural language processing for understanding your consumers with case studies that demonstrate how firms are listening into the segment-of-one.

This webinar will highlight results from Econsultancy’s New Marketing Reality report in partnership with IBM.

The traditional funnel no longer works. It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn’t take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.
Despite this being the perceived wisdom among practitioners, organisations still spend billions creating awareness to acquire new customers. What they should be doing is spending this on keeping existing customers happy by providing a superior customer experience.
This webinar will seek to explore why organisations are failing to take into account this new marketing reality. In doing so, it will underline the challenges marketers face when trying to get a joined-up view of the customer and the opportunities that can be had from unlocking the value of customer data.

As part of this, the webinar will address some of the following points:

· What role does first-party data play in marketer’s strategies, and what facts are preventing organisations from making better use of their customer data?
· How effectively are organisations joining the dots when it comes to linking their understanding of consumer journeys from online to offline? What sources of data are they using?
· How do organisations rate the importance of understanding the customer journey and for more progressive marketers, what have been the business benefits of this understanding?
· What’s driving this overall strategy – are organisations using this intelligence of the customer to drive business-focussed outcomes or measure the performance of individual campaigns?
· What new technologies are practitioners using to make sense of audiences, from marketing automation to AI and intelligent algorithms?

Every performance marketing professional is struggling to find a reliable campaign attribution strategy. As marketing leaders prepare budgets and forecasts for the new year, many live in agony to accurately measure their multi-touch demand waterfall. These leaders know a full-funnel strategy is required but have limited insight into the lead-to-customer path. Join us for this presentation to learn:

- How the attribution journey has changed over time and what the future holds
- Where the marketing stack has failed to deliver ROI metrics
- What you can do (immediately) to fix attribution in your organization

This presentation, part of the 5 Tenets of Modern Marketing Series, gives marketers a how-to guide for transforming your database to support effective segmentation and persona-driven communication and engagement.

Unreliable targeting can end a conversation from the beginning. The first step in building any sustainable structure is to ensure a proper foundation. Think of your database as this foundation.

Run better Influencer Marketing campaigns when you find out what influencers really think!

Influencer marketing is based on people and building relationships. We surveyed our network of 25,000+ influencers to get their views on working with brands. Find out how you can build and nurture your relationships with Influencers to get the best results from your campaigns.

Key Learnings:

●How creators view sponsored content
●How creators are currently working and hope to work with brands in the future
●Gaps in expectations between marketers and influencers
●Challenges in influencer marketing and how we can address them to build better campaigns

Register now for the chance to learn how to build better Influencer relationships to get the most out of your campaigns.

The demand for Digital Marketers is growing rapidly, so it’s important your digital skills are developed and recognised. Attend this session to get advice on techniques and pathways for developing your personal goals, mindset and skills to position yourself as a leading Digital Marketer in 2017.

Are you ready for the changes required in your organisation to achieve your digital transformation programme? This webinar will ensure you don’t overlook change management; it will help you plan a bullet-proof change programme, building on your existing approaches.

Marketing automation must meet your business objectives in order to see ROI. In this webinar, we look at the importance of the customer journey, content planning and automation across the funnel and how visibility and insights on these elements in Salesforce can allow you to make continuous improvements on your marketing efforts.

We will cover areas such as:

- Understanding where you are today using situation analysis
- Defining and prioritising your objectives for marketing automation
- How to develop a strategic roadmap for marketing automation implementation and adoption
- The key tactics to consider when delivering a marketing strategy for Salesforce
- How to define the actions needed to deliver your marketing automation strategy
- How to use reports and dashboards to keep control and measure success

In this webinar, Nipul Chokshi of Lattice Engines and Charlie Liang of Engagio will discuss the hacks that will fast-track your target account efforts into immediate results:

Convince everyone internally to adopt Account Based Everything,
Strengthen the fundamentals to be successful at Account Based Marketing and Sales, including getting the most out of existing data + additional insights you’ll need, and real life examples of successful ABM campaigns from start to finish

New in 2017! Wondering what all the fuss is about? Tune in to find out what these 64 sales trainers, authors, researchers and thought leaders have been up to in creating The Sales Experts Channel. Deb Calvert will explain the community mission, introduce you to the Sales Experts, and preview upcoming content. Bonus materials and giveaways for all who subscribe to the Channel by the end of this live webinar!

Do you want to learn the most effective sales tactics and strategies for free? Check out the Sales Experts Channel on BrightTALK consisting of 64 global sales professionals, authors, trainers, coaches and thought leaders. New educational sales webinars will be added each week and they will cover all sorts of sales topics!

Join Marketing Week and Toluna for a webinar dedicated to exploring and maximizing the value of branded communities, along with the latest, most innovative applications for community approaches.
We’ll dive into the customer experience and learn about what keeps community members engaged, and will hear case studies from leading brands within the education, media, and entertainment sectors.

Topics we'll cover:
- Branded Communities Through the Eyes of Community Members
- Digital Tracking Adds Depth to Communities (Learn More about the What Behind the Why)
- How Top Brands are Using Communities and Achieving Success

Research is an umbrella term for a range of different data and insight disciplines. But what role does it play in modern marketing strategies and what hurdles can it overcome?

In this webinar, we’ll be exploring what types of data and research really make an impact on your marketing efforts and where to apply and deploy different research strategies. From brand audits to thought leadership to customer insights, marketers need to run, jump and skip through the data decathlon to find that illusive competitive advantage.

• Strategies to make research achieve many more business objectives
• How to get maximum ROI from research by expanding the scope without breaking the bank
• Case studies of research that have wowed the business

In a recent survey, 75% of respondents had no social strategy in place or a fuzzy one at best.* Don’t be like most people; tune into this live Marketing Week webinar, in association with Cvent. An effective social media strategy should take attendees on a seamless journey, from pre-event through to post-event. This interactive discussion will approach each part of the event cycle – before, during and after. Tune in to discover how to effectively integrate social at every touchpoint, amplify the live event content on all platforms, and engage all of your attendees.
* Aberdeen Benchmark Report, Inc

Attribution is often described as trying to find a single source of truth for the relative impact of every channel on the customer path to conversion.

However, the proliferation of the marketing stack, advertising channels, and user devices has made that search ever more challenging, as have the various schools of thought around the best attribution strategies.

Thus, AdRoll has partnered with Econsultancy to evaluate the state of marketing attribution in the UK, France and Germany. Join Gavin Flood, AdRoll EMEA marketing director, and Jim Clark, Econsultancy research director on November 22nd for a live webinar to make sense of attribution in 2016.

In this webinar you will learn how to tackle numerous attribution challenges:

- Learn why most organisations don’t carry out attribution across the majority of their campaigns and how to remedy this.
- Benchmark your organisation against your peers and find out which methods and technologies they are using.
- Discover the skills and training needed for successful attribution.
- Ask any and all your questions live.

Everyone is on Facebook, right? Wrong. Every day, there are new social media platforms launching and diluting the impact each social media platform has. And while we’re in the era of social media dominance, there’s still a large population that falls under “non-social savvy.” Believe it or not.

This session will help us understand today’s social media landscape and help brands and marketers discover what the right platforms are for their audience. It will also dig into key marketing tools and metrics that help engage and attract the target customer and dial into why having a responsive process is critical for brand visibility, integrity, and equity.

99% of Social Media Posts receive near zero engagement fail to create a stir. Even sponsored campaigns fall flat. Yet, few posts go viral overnight and the person & the brand become celebrities overnight, without spending a dime on promotions. Getting a fair share of returns on investments in Social Media marketing efforts continue to be a challenge for enterprises and Small & Medium businesses worldwide.

In this webinar you will learn:
- Where are you going wrong with Social Media Marketing?
- Things you can do to fix and super-charge your social media campaigns.
- Practical Step by Step approach to Change the Game! & Get more from Social Media Campaigns.

There is no shortage of sales experts telling salespeople how to get better. Why is it we give them everything they need, but they just can’t seem to do it? Which of these 7 reasons are preventing your salespeople from improving and what can you do about it?

Leveraging content to reach targeted buyers is a cornerstone of your sales and social selling strategy. But there is more than one way to create, re-purpose and leverage content to your advantage. In this session, you’ll learn 17 ways to create visibility for yourself and engage prospects with your content.

Sales acceleration is launching a burgeoning sales revolution. There are many tools and strategies out there that claim to shorten the sales cycle and make the sales process more efficient, but what’s at the core of sales acceleration? Effective communication and a prescriptive sales strategy are key to significant results.

There is little doubt that marketers have embraced the need for a connected and cohesive customer experience. But while the new customer experience, especially the digital experience, has changed the way most organizations reach and engage with their customers, not all marketers are overjoyed with their current results. In a recent study conducted by the CMO Council and IBM, 38 percent of senior marketers admitted that the new engagement strategies in place have yielded mixed results, with some campaigns yielding expected results while others have not hit the mark.

Similar to results being spotty at best, marketers also admit that their goals for delivering a truly connected customer experience have also fallen short as only 6 percent say they have completely connected physical and digital experiences with all touchpoints, connecting and informing the next relevant and valued journey for the customer. In fact 42 percent of respondents indicated that their primary goal for the year ahead was to better connect and integrate loosely tied campaigns into a stronger, more cohesive experience that can actually drive engagement across the customer’s lifecycle with their brand.

So with that goal in mind, what needs to actually happen to deliver real customer experience success in 2017?

Ever wonder why someone isn’t buying from you even though you know they need what you have? The answer lies in understanding their motivation and personality types. In this presentation, you will discover how to determine what drives your buyers decision-making so you can make more sales, faster.

2016 was a tough year for many businesses. It was even tougher for those on the frontline who were responsible for revenue growth whilst also having to manage relationships and activity.
2017 can be easier. Create awareness around how you can do things differently in this provocative webinar directed at immediate business growth.

Being the best at what you do, doesn’t guarantee success anymore, innovators can enter a market and turn it on its head. We will explore where the ideas for the disruption come from and how you can disrupt through great questions. It’s better to be the disrupter than the disrupted.

My new book The Sales Leader’s Problem Solver offers guidance on solving common but difficult sales issues with sales people who: sell inconsistently or won’t prospect for new business. I provide a consistent format to follow that helps any sales leader level-headedly deal with these challenges.

Description
(50 words or less)
When does the close start in your sales process? Is it when they ask for a trial? When you identify pain points? When you get their timeline? When you confirm budget and authority? Or when you ask if they are ready to buy? How do buyers determine when?

Successful salespeople gather clues that help them quickly build rapport with prospects and customers. They shorten their sales cycle and sell more when they use these clues to persuade customers to buy. You will improve your sales results and make your selling easier when you learn these persuasion strategies.

Most sales professionals waste an astounding amount of time. Some is due to lack of discipline; some poor corporate policies, processes, and requirements. Learn the most frequent & heinous culprits reducing productivity and take away numerous strategic and tactical best practices to increase productivity and results without breaking the bank.

The Motivation Expert, Jim Cathcart, author of The Self Motivation Handbook and 17 other books, is one of the top influencers in Sales & Marketing worldwide. He’ll explain how to get people to do what needs to be done even when they don’t feel like it…yet. Jim is the original author of Relationship Selling® and has worked with over 3,000 clients to increase their success